B2B Wood Promotion and

Communications in Asia
Michael Buckley MPhil, FIWSc
Paris, November 2014
TURNSTONE
Communications
PROMOTING WOOD

Turnstone Communications Pte Ltd,

Singapore
Promoting Wood
Private consultancy - working exclusively in the forest
products and wood industry sector on behalf of
governments, associations, companies and clients,
mainly in Asia.
Personnel and associates have specific experience in
the forest products sector and wood industries, as well
as in publishing and market sectors.
TURNSTONE
Communications
PROMOTING WOOD

Turnstones Motivation
Belief in Clients
Examples:
Genuine sustainability of American hardwoods
(AHEC)
Need for uniform grading system to maximise forest
yield (NHLA)
Necessity to communicate issues (GTF)
Benefits of national forest certification (PEFC)
Efforts in forestry responsibility (MTC/MTCC)
TURNSTONE
Communications
PROMOTING WOOD

Turnstone Strategy & Tactics

Working inside media, providing the most reliable data and
information, offering high quality, authoritative copy and
directly connecting media with clients. Networking within
the forestry and manufacturing sector and participation
within industry events
Objectives include:
Raising Profile with PR and Brand Building
Identifying Opportunities for Promotion
Alerting Media to Industry Issues
Educating Journalists as the Route to Consumers
TURNSTONE
Communications
PROMOTING WOOD

The Asian Market for Wood

Production from local natural forests is decreasing,

due to restrictions and poor husbandry in the past
Production from new plantations is producing
fiber, but not much quality solid wood
Consumption of wood products is growing as
populations and standard of living increase
Environmental awareness and concern is slow

TURNSTONE
Communications
PROMOTING WOOD

What consumers care about in Asia

depends on where they are and who
they are

The wealthy in Indonesia are very different from

the rich Chinese, but money is key for most Asians
at all levels of society
So price comes before the environment
But, Asians are becoming more savvy and are
slowly learning about environmental issues
Education is of vital importance to Asian
communities and teachers and media are often illinformed about forests
TURNSTONE
Communications
PROMOTING WOOD

What is driving wood & paper

products consumption in Asia?
Economic growth is dynamic
Consumption of all materials is rising
Growth of a new middle class and
improving standards of living are the
main drivers, which is turning many
Asian producers from exporting towards
local distribution, especially since 2008

6 out of 11 of the worlds fastest growing middle classes are

in Asia. But the big one affecting wood supply and demand
TURNSTONE
Communications
PROMOTING WOOD

Middle Class in Developing Countries Could Reach 616 Million

Households By 2020, Up 138% From 2009 Levels
25% of households in these countries are middle class. By 2020, this could
increase to 49% and the impact on food consumption will be large Developing
countries with fastest growing middle class

China
India
12
Brazil
9
Indonesia
Russia
7
Egypt
6
Thailand
5
Mexico
4
Turkey
3
Vietnam
Philippines 3
2
Iran
2
Poland
Nigeria 1

25

234
60

2009 levels

50

75

Proj gains by 2020

100 125 150 175 200 225 250 275 300 325 350

Households with real PPP incomes greater than $20,000 (in millions)
Source: Global Insights Global Consumer Markets data as analyzed by OGA

According to the Shanghai Timber Trade

Association's market report, China's softwood
timber imports have experienced an increase of
141.1% in the last five years.
While China's domestically-produced timber only increased by 2.3%
in 2013, the amount of imported timber grew 18%.
Within one year (2012 - 2013) North America's softwood timber
import to China increased by 50%!

TURNSTONE
Communications
PROMOTING WOOD

What impact has so far been

achieved in Asia?

Widespread coverage in B2B media

Many editors and journalists now know about
PEFC
Participation by PEFC in industry shows
Presentations at conferences and seminars
PEFC included in forest certification debates

PEFC even made front covers.

TURNSTONE
Communications
PROMOTING WOOD

2013 Nov

2014 Oct

11

Architecture

Construction

12

B2B PR

13

Given that PEFC is the worlds largest certification system, it is a strong

option for Asia, so some recommendations are:
Continue to inform a wide range of forest industry players - from forest
resource management to manufacturing industries - as to the market
opportunities and choices that PEFC endorsed materials can offer
Inform and lobby governments about the national and international
benefits of national certification endorsed by PEFC
Explain to professionals why PEFC is both similar and different to FSC
Communicate to trade & industry in Asian countries yet without a
national scheme, how they can use and benefit from PEFC CoC

TURNSTONE
Communications
PROMOTING WOOD

Further information about Turnstone:

www.turnstonesingapore.com

Thank you!

TURNSTONE
Communications
PROMOTING WOOD